Anil Thakraney: Left & right brains must marry

17 Feb,2012

By Anil Thakraney

 

The other day I was having a drink with a friend, an old world agency creative director. He’s one of those many old chaps who’ve been seriously challenged by the onslaught of the new media, and are at their wit’s end on how to deal with this ‘menace’. You see, not only are many clients now demanding to see creatives for the digital space AHEAD of the TV storyboards, they are putting pressure on the creative directors to make sure the videos go viral.

 

I quite empathize with my old fogie pal’s predicament. Trained only in making television commercials, he’s finding it very difficult to learn new tricks. And what creative directors like him are doing is to hire net savvy kids and unleash them onto the clients. With the hope that the bachchas will take care of the digital work, while uncles, like my friend, can continue to focus on the old media.

 

Personally, I don’t think this approach is going to pay dividends in the near future… in fact, it’s already showing signs of collapse. Digital marketing and advertising outfits are mushrooming by the day, and they are threatening to walk away with the digital business from clients. Clearly, this is revenue loss for the traditional ad agencies, and cannot be allowed to go on.

 

I think ad agency creatives must begin operating the way movie studios work on sci-fi films, where massive technical effects are required. The movie director and the techies form a core team and each feeds off the other to produce scintillating cinema. The director makes sure the story keeps the connect with the audiences, and the tech specialists keep innovating till both are satisfied with the end result. Check out Steven Spielberg’s amazing work on the film Warhorse. The movie zaps you with special effects but the emotion runs through in every scene.

 

In short, creative directors are digging their own graves if they leave the ‘headache’ of social media to youngsters in their office. They need to hire tech cats and then work ALONG with them for each brand, to make this work. Yup, the left and the right brains have to marry and produce goods that will meet the new media challenge.

 

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[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=1n-9-6ULjHY[/youtube]

PS: British Airways has released a new commercial to commemorate its sponsorship of the forthcoming Olympic Games. It involves a race between luggage bags headed for various destinations. And the ad has been executed like the TV coverage of a sports match. Funny and smart. And I must add this: Many travellers on BA complain about lost luggage. Well, now we know why. The bags lose their way in all the hurry! 🙂

 

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